SaaS Copywriting Guide: Grow & Convert Your B2B Audience

In the ever-competitive SaaS (Software as a Service) industry, good copywriting is no longer optional—it’s a necessity. With hundreds of SaaS brands vying for the attention of the same audience, the words you use to market your software can either elevate your brand or leave you in the dust. No matter who you’re writing for, strategic, persuasive, and optimised SaaS copywriting is the key to standing out in this crowded market.

In this guide, we’ll take you through the essentials of SaaS copywriting, exploring strategies, common pitfalls, and tips that can help your business grow and convert your audience more effectively. By the end, you’ll understand why copywriting isn’t just about writing—it’s about connecting with your customers’ emotions – one of the key drivers of decision-making. And we’ve got the tools to help you do that well.

What is SaaS, and how does it work?

SaaS, or Software as a Service, is a cloud-based software delivery model in which applications are hosted by a service provider and made available to users over the Internet. This eliminates the need for businesses to install and maintain software on their own systems, making it a more scalable, cost-effective, and accessible solution.

The SaaS market has been growing rapidly in recent years. In 2022, it was valued at $177 billion and is projected to reach $252 billion by 2026. This growth is driven by factors such as businesses shifting to cloud solutions for flexibility and financial savings, the rise of remote work, and the demand for AI and automation capabilities embedded within these services​. 

For businesses, SaaS solutions streamline processes, improve accessibility, and provide real-time data analytics, helping organisations respond faster to market needs and trends. If you’re not a tech wizard or software fanatic, the last couple of paragraphs may have induced yawning. And that’s exactly what will happen to your customers if you don’t write compelling copy. So, let’s get into it…

What is SaaS Copywriting?

SaaS copywriting involves crafting clear, persuasive, and value-driven content that resonates with potential customers and encourages them to engage with your software. Unlike traditional copywriting, SaaS content needs to simplify complex technology, highlight the benefits (not just features), and clearly convey your unique selling proposition, all while being engaging, intriguing and – above all – persuasive. 

The goal is to communicate how your software solves a problem, improves efficiency, or provides a better solution than competitors. Successful SaaS content writing turns sceptics into loyal users, bridging the gap between curiosity and conversion.

While writing about the fab features of your product may come naturally to the people who built it, writing copy that isn’t a cesspit full of boring jargon and long-winded explanations is a skill not all of us possess. So, before we dive any further into this guide, we can’t stress this enough – trusting a good copywriter who can find the right words from the get-go is really worth the investment. Here’s why:

How much is B2B SaaS copywriting really worth to your business?

The SaaS market is booming, with hundreds of new products being launched every year, and the number of companies launching worldwide has increased by 500% in the last seven years. How do you differentiate your SaaS brand from the rest in this competitive environment? You’ve got it – good copywriting.

Effective copywriting for SaaS doesn’t just sell—it educates, nurtures trust, and aligns with the pain points of your target audience. Clear, concise, and compelling copy can make your product’s benefits obvious, demonstrate your brand’s authority, and prompt action. On the other hand, weak copy fails to create differentiation, and in a crowded market, that can be a fatal flaw. In the world of SaaS, where product discovery is often done online, good copy can drive conversions and reduce churn.

So, what makes good SaaS writing? 

Over twenty years of eye-tracking research by Nielsen Norman Group confirms that most internet users only skim and skip around a webpage for relevant info. With this in mind, it is crucial that the words you include perform effectively and quickly. Good SaaS copy will: 

1. Offer a clear value proposition: Clearly communicate what problem your product solves and why it stands out from the competition. Focus on how the product benefits users, not just its features. Use phrases like “Save time by…” or “Boost efficiency with…”
2. Use the active voice: The active voice makes copy more actionable and engaging. For example, say, “Increase your team’s productivity” instead of “Productivity is increased by our tool.”
3. Have specific and measurable benefits: Use data points to showcase product benefits. For instance, “Increase lead generation by 25%” or “Cut costs by 40%.”
4. Include testimonials and case studies: 90% of consumers are more likely to trust a brand recommended by others​ , so it is a good idea to include quotes or stories from existing users that highlight product success.
5. Include a clear CTA: Phrases like “Start Free Trial” or “Get Started” prompt immediate action. Ensure these actionable CTAs are prominent and aligned with user goals.
6. Avoid jargon: Use straightforward, everyday language that all potential customers can understand. Avoid complex technical terms unless absolutely necessary or relevant to your target market. 
7. Use compelling headlines and sub-headlines: Your headline must grab attention and summarise the product’s core value quickly. Headlines with 10-13 words attract twice as much traffic to a website, and you should use phrases that spark curiosity or promise solutions.
8. Address pain points: Start by identifying the user’s problem, then offer your SaaS as the solution. This ensures the product feels relevant and necessary.
9. Have a consistent tone: Ensure the tone aligns with the brand’s identity—whether it’s professional, friendly, or technical. Once you’ve developed your voice, it needs to be consistent. Here’s a piece of advice: tone of voice can be EVERYTHING you need to be distinctive – however, it’s a fine line between annoying quirkiness and compelling idiosyncrasies. Tread carefully. 
10. Accompany your copy with good visual content: While this isn’t a SaaS content writing trick, incorporating product demos or screenshots within your text is a good way to build a convincing narration and make your copy more tangible.

B2B vs B2C Copywriting – What’s the Difference?

We are focusing here on writing for B2B audiences, but some SaaS brands target both B2B and B2C audiences; they must tailor their copywriting accordingly. While both require clear communication, the tone and focus often differ:

• B2B Copywriting: B2B SaaS writing often addresses multiple stakeholders and is more formal and data-driven. The copy should focus on efficiency, ROI, and long-term value.
• B2C Copywriting: B2C copywriting tends to be more conversational and emotionally driven. It focuses on how the product makes life easier for the individual user, often with shorter sales cycles in mind.

Helpful Tips for B2B SaaS Writing

Here are some quick-fire tips for writing compelling B2B SaaS copy:

• Use statistics: B2B buyers respond to data, so back up your claims with numbers. Include case studies, ROI figures, or industry benchmarks.
• Long-form content: B2B buyers are looking for in-depth content, so white papers, case studies, and eBooks can be highly effective.
• Personalisation: Write with the buyer persona in mind. Segment your content to address different job titles and industries where applicable.

Strategies & Techniques You Need to Know to Produce Effective SaaS Copy

If you’re stuck on where to get started, here are some essential (and our favourite) strategies and techniques for writing compelling SaaS copy:

1. Customer-Centric Focus

Instead of listing features, focus on the benefits. Potential customers want to know, “How will this software improve my life?” Understand your audience’s pain points and address them in your copy. Use phrases like “Save time,” “Reduce costs,” or “Simplify your workflow” to speak directly to their needs. Remember, while the aim is to sell your software to a business, the people making those decisions are still human. So, speak to them like one. B2B doesn’t need to be clunky or corporate; it can be accessible, engaging, and sometimes even entertaining – take a look at Slack’s quirky marketing campaigns for some inspiration. 

2. Clear and Concise Language

SaaS products are often complex, but your copy shouldn’t be. Avoiding jargon and overly technical language is crucial because potential users may not deeply understand software intricacies. Our experience in writing for B2B SaaS services is that there are generally 2 – 3 targets. Yes, there’s usually a technical expert who may review the tool’s efficacy and how it integrates with your current systems. But there is also usually a financial controller of some description (FD, procurement manager) and often other non-technical stakeholders who may be the end users – from CEOs and marketing managers to product managers or sales staff. 

By using simple, straightforward language, you can make your product more accessible to all the stakeholders involved in the buying process and ensure that its value is clearly understood by a broader audience.

Why Simple Language Works:

1. Reduces cognitive overload: Complex language can overwhelm readers, leading to confusion or disengagement. Studies show that readers generally prefer simple, easy-to-understand content. For instance, an experiment by Nielsen Norman Group found that web users are more likely to stay on a page with straightforward language, while complex language leads to higher bounce rates. 
2. Appeals to non-technical users: As we’ve mentioned, not all potential customers will be software developers or IT specialists. Many SaaS users are business owners or employees seeking to solve specific problems, so overly technical language could alienate them. And the proof is in the pudding: According to a study by the Content Marketing Institute,  71% of customers expect businesses to speak their language. 
3. Value, not features: Simplifying your language allows you to shift the focus from what the product does(features) to how it helps (benefits). For example, instead of saying, “Our platform uses asynchronous processing algorithms,” you could say, “Our platform speeds up your workflow.” This ensures the copy resonates with your audience’s needs and prevents them from being confused.
4. Expands reach to a global audience: If your product targets a global market, plain language can bridge communication gaps for non-native English speakers. Research shows that using straightforward language improves comprehension across linguistic backgrounds. 

3. Use Persuasive CTAs (Calls to Action)

Your CTA is one of the most critical elements in driving conversions. It should inspire users to take action, guiding them through the sales funnel. A generic CTA like “Submit” is passive and unengaging, while a more persuasive CTA like “Start Your Free Trial,” “See How It Works,” or “Get Started Now” feels action-oriented and beneficial. A good CTA clearly outlines what users will get by clicking, creating urgency or excitement. For example, adding the word “because” with a reason to your CTAs can increase compliance by 34%.

Moreover, personalised calls to action can also increase conversion chances by 202%. For example, a visitor on a pricing page might respond better to “Choose Your Plan” compared to “Learn More.” Tailoring CTAs to specific user needs helps push them down the funnel with minimal friction.

To learn how to write a compelling CTA well, read our guide. 

4. Leverage Social Proof

Social proof is crucial in establishing credibility, especially for B2B SaaS products where buying decisions are highly calculated. Testimonials, case studies, and user reviews demonstrate that your product delivers real results. 88% of consumers trust user reviews as much as personal recommendations, so you’re not only validating your product but also reducing buyer scepticism.

In SaaS content writing, social proof can include:

• Testimonials: Real quotes from satisfied customers, ideally from companies similar to your target audience, highlight how the product solved their problems.
• Case studies: In-depth success stories that detail the challenges your client faced, how your SaaS product solved them, and the results they achieved. This is especially powerful for B2B buyers who want proof before investing.
• Trust signals: Including logos of well-known clients, certifications, or awards your product has received can further enhance credibility.

According to CXL, case studies and testimonials are the most effective forms of social proof, as they provide detailed narratives on how your product benefits real users.

5. SEO-Optimised Copy

SEO plays a pivotal role in ensuring that your SaaS product is easily discoverable online. Research shows that 53% of all website traffic comes from organic search, making SEO a top priority. To rank higher in results pages (SERPs), your copy must be optimised with relevant, high-traffic keywords. However, it’s important to integrate keywords naturally to maintain readability and engagement.

Here’s how you can optimise your SaaS copy for SEO:

• Targeted keywords: Use keyword research tools like Google Keyword Planner or Ahrefs to identify high-volume, relevant search terms. For example, for this blog, we might target: “SaaS copywriting,” “SaaS marketing strategies,” or “best SaaS platforms.” Make sure these are incorporated seamlessly into headings, subheadings, meta descriptions, and throughout the body text.
• User Intent: Ensure that your content aligns with what your target audience is searching for. For example, if potential customers are searching for “how to improve SaaS onboarding,” you should provide content that addresses this topic and guides them toward your solution.
• Internal Linking: Link to other relevant pages on your site to boost your SEO and improve user experience.
• Technical SEO: Make sure your website has fast loading times, mobile responsiveness, and proper schema markup. These factors also influence search rankings and user experience.

By balancing SEO best practices with clear, valuable content, you can increase your site’s visibility and draw more potential customers into your sales funnel. Download our free SEO Survival Kit for a complete checklist. 

Common Mistakes SaaS Brands Make With Content (And How to Avoid Them)

Even experienced SaaS brands can make missteps in their content strategy. Here are some common mistakes and how to avoid them:

1. Overloading with features

Talking excessively about product features can overwhelm your audience. Instead, focus on how those features solve real problems.

2. Neglecting customer journey stages

Your content should address all stages of the customer journey—from awareness to decision. Neglecting any stage can result in prospects dropping off. Create tailored content for each phase, including informative blogs for the awareness stage and comparison guides for the decision stage.

3. Weak CTAs

If your calls to action aren’t clear and compelling, you could lose potential conversions. Always give users a clear next step that feels frictionless.

4. Ignoring SEO best practices

If you’re not optimising your content for search engines, you’re missing out on organic traffic. Ensuring your copy is SEO-friendly is absolutely essential when writing copy that will live on your site.

Where Should You Spend Your Time: Different Focus Areas for SaaS Copywriting

1. Email Marketing

Email is still one of the most effective marketing channels for SaaS companies. Your email copy should be concise, action-oriented, and personalised. Use subject lines that create curiosity or urgency and focus on showcasing clear benefits. Don’t forget to segment your lists for targeted messaging.

2. Landing Pages

Landing pages are critical in SaaS marketing because they often serve as the gateway to conversions. Make sure your headline is clear and speaks directly to a common customer pain point. Use bullet points or other stand-out design features to list benefits and ensure the CTA is prominent.

3. eBooks & Gated Content

Gated content like eBooks can help generate leads while positioning your brand as an authority in your field. But make sure your gated content provides real value—this will encourage visitors to exchange their contact information for it. People don’t want to sign up for something that they can easily access elsewhere. For example, a social media tool may offer a free Google Sheets content calendar template that can be used alone or integrated into the software if they sign up. 

4. Product Descriptions

In SaaS, product descriptions should be brief but powerful. Focus on how the software benefits the user rather than explaining every technical detail. Avoid generic language and aim for clarity and persuasiveness.

Examples of Good SaaS Copywriting from Leading Software Brands

Let’s look at a few SaaS brands that do an excellent job with their SaaS content writing:

• Slack: Slack’s copy is always customer-centric, highlighting its platform’s time-saving and collaborative benefits. Its landing pages are clear, with CTAs that prompt users to “Get Started.”

• Dropbox simplifies cloud storage with straightforward and friendly language. Its focus on ease-of-use and security builds trust with users, while its CTAs emphasise action, like “Try Dropbox Business free.”

• HubSpot: HubSpot’s copy strikes a balance between educational and persuasive, especially in its blog posts and gated content. It consistently provides value, helping customers understand the “why” behind its software.

Final Thoughts: We Can Help You Write SaaS Content

To recap, your SaaS copywriting needs to: 

• Include customer-focused copy: Clear and straightforward language ensures that SaaS products are accessible to both technical and non-technical users and address their pain points directly.
• Persuasive CTAs: A strong call-to-action (CTA) is crucial for conversions. Use action-oriented phrases like “Start Your Free Trial” to inspire immediate engagement and guide users through the funnel.
• Leverage social proof: Incorporate testimonials, case studies, and reviews to build credibility. B2B buyers trust real-world experiences, and social proof can significantly boost conversions.
• Be SEO-optimised: Ensure your SaaS copy is discoverable online by naturally integrating relevant keywords. Optimising for SEO improves visibility and attracts organic traffic.
• Be consistent, skimmable content: Use active voice, concise language, and compelling headlines. Structure your copy for easy skimming, as most users browse content quickly.

Need a hand creating engaging SaaS copy? 

At Big Star Copywriting, we specialise in helping B2B brands like yours create high-converting content that speaks to their target audience. Our portfolio includes successful collaborations with leading SaaS brands—helping them increase conversions, improve SEO rankings, and build trust with their audience. Get in touch to get a free sample and learn more about how we can help your brand stand out.